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Suzanne Fanning - BDI 9/19/12 Chicago Integrated Communications Forum
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Suzanne Fanning - BDI 9/19/12 Chicago Integrated Communications Forum

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Keynote Presentation by: Suzanne Fanning, President, Word of Mouth Marketing Association …

Keynote Presentation by: Suzanne Fanning, President, Word of Mouth Marketing Association

www.bdionline.com

Published in: Business, Technology
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Transcript

  • 1. Word of Mouth Marketing Association
  • 2. Proud to Call Our Members
  • 3. The Shifting Marketing Landscape
  • 4. Social Engagement—It’s not just a fun side project anymore In the next 5 years, marketers expect to spend 19.5% of their budgets on social engagement, almost three times more than the current level! CMO Survey
  • 5. A Good WOMM Program is…
  • 6. Why is it importantto get people talking? Friends and Other Family Advertising Nielson Wire 2012
  • 7. Influencers Prcouture.com
  • 8. The New Influencers in the Emerging SpacesInstagram boasts Pinterest is the100 million users fastest growing Instagram and Pinterest of 2012 network
  • 9. 2012 The Year of Visual InfluencersSocial@Ogilvy
  • 10. What’s the best way to reach YOUR influencers?
  • 11. Content The typical American mentions brand names 90 times a week in both online and offline conversations. Keller Fay Research 2010Content is not just king—it is social currency. Hasbro
  • 12. Deep, Meaningful ContentUnmetric
  • 13. Baconbarter.com & 360i
  • 14. C2C Marketing Through Consumer-to-Consumer (C2C) sharing andawareness, marketers can actually harness the power of opinion. Forrester Research
  • 15. Focus on Converged MediaAltimeter
  • 16. Listening is Good—Participating is Better
  • 17. How to Handle Negative ContentSmart Car
  • 18. Smart Car
  • 19. Measurement beyond…
  • 20. Activity Metrics Alone Don’t Measure Business Results Activity Metrics Outcomes • Tracks awareness Facebook • ↑ Likes • Indicates number of people creating • Number of “Talking About This” content related to your brand • Demographics • Gives insight into general category of • Reach viewers • Measures potential audience Twitter • Number of Followers • Tracks individuals receiving message • Number of Retweets • Indicates when content is shared • Reach (available with third-party tool) • Measures potential audience Campaign • Tracks number of participants • Number of Registrants/members • Shows general level and area of • Dwell time interest • Views • Tracks total number of visitors • Sentiment • Approximates participant attitudes© COPYRIGHT 2012, COMBLU, LLC. 23
  • 21. Converting Activity Metrics into Performance Value Activity Metrics Outcomes KPI: Generate Product or Brand Consideration Advocacy • ↑ downloads of product information • ↑ brand/product consideration • Number of product pages shared • ↑ NPS • Number of product reviews shared • Number of inquiries about product on review sites • Number of views product demos/video • Number of views product reviews • Number of participation levels in contests/promotions KPI: Decrease Cost of Product Support • ↑ Number of creators/critics in support community – Customers • Support ↑ customer satisfaction – FTEs • ↑ positive word-of-mouth • Number of questions asked in community • ↑ revenue • Number of questions answered by customers • ↓ cost of support • Number of questions answered by FTEs in community • ↓ cost per question answered • ↓ time to answer • ↓ open questions • ↑ positive ratings of content/answers KPI: Drive Product Innovation Feedback • Number of ideas • Number of idea comments/refinements • Faster time to market • High rating of ideas • ↓ cost of innovation • Number of votes/ideas • ↑ product success • Number of creators/critics • Number of actionable ideas© COPYRIGHT 2012, COMBLU, LLC. 24
  • 22. Putting It All Together…
  • 23. Additional Resources• Solving the ROI Riddle• Influencer Handbook• Listening is Good, Participating is Better• Social Media Disclosure Guide• All Things WOMM Blog
  • 24. Thank you!!@suzannewomma

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